Director of Innovation and Product Marketing

Bobbie

2d•$180,000 - $220,000•Remote

About The Position

As the Director of Innovation and Product Marketing, you will be responsible for driving revenue growth by shaping the product vision, defining product positioning, for new and existing products. This role identifies market opportunities that align with Bobbie’s brand, partners cross functionally to drive to successful product launches, and ensures alignment between product development (R&D), Brand, Commercial, and Operations teams to maximize adoption and ROI.

Requirements

8-10+ years of experience in product marketing, innovation, or brand management within CPG, ideally in food or nutrition; experience in infant, toddler or maternal health is a plus.
3+ years leading or managing cross-functional teams and direct reports
Proven track record of bringing new products from concept through commercialization via a Stage Gate or similar innovation process
Experience building and executing product roadmaps that balance innovation with portfolio optimization/renovation
Experience with product positioning frameworks, competitive analysis, and category management tools (e.g., IRI/Circana, Nielsen, SPINS)
Ability to build and present compelling ROI analyses and financial models to leadership
Comfortable with data visualization and presentation tools for executive-level storytelling
You’re inspired by our core values: Be Radical - We are change makers, rule breakers and stigma shakers. We are unapologetically bold and use our megaphone for good. Nurture the Tension - Parenthood is full of healthy tension, and so is building a company. We embrace the unknowns, practice humility and are a culture of learners. Deliver Ounce by Ounce - Our customers have entrusted us to feed their babies. We lose sleep over the details, so they don’t have to. Don’t Assume - We embrace our unique perspectives, withhold judgment, and find beauty in the paths that brought us all to Bobbie. Our strength is celebrating each other and our collective voice.

Nice To Haves

Working knowledge of regulatory considerations in food/infant nutrition (FDA labeling, claims compliance) is a strong plus
Familiarity with co-manufacturing relationships and how product innovation intersects with operations and supply chain constraints

Responsibilities

Lead Innovation & Renovation Strategy
Innovation Roadmap: Drive the ideation and design of new products, features, or business models by analyzing market trends and customer insights to guide the product roadmap
Product Evolution: Analyze market trends, consumer insights, and competitive data to identify opportunities to renovate, refresh, or reposition existing product lines
Portfolio Management: Manage the product life cycle from concept to launch, ensuring that product enhancements are strategic and profitable and fit well within the existing portfolio of Bobbie’s products
Bobbie Labs: Help establish, and build equity for Bobbie Labs as a center of excellence and validation for nutrition. Owning strategic marketing and co-leading positioning, output and partnerships alongside R&D
Business Cases: Develop product briefs, including financial models, ROI analyses, and business cases for new innovations and renovation projects within the Stage Gate process
Concept Validation: Lead product research, including "voice of the customer" studies and prototyping, to validate new concepts
Product Messaging & Marketing
Strategic Positioning: Formulate comprehensive product points of difference, claims, and positioning strategies to differentiate products in the market
Narrative Ownership: Own the brief guiding the creation and integration of compelling product messaging, naming, and positioning to maximize market appeal in collaboration with Brand and Commercial teams.
Value Proposition: Define the core value drivers and differentiators for the product portfolio.
Sales Enablement: Support the development of sales materials, case studies, and presentations to enable the Commercial teams to effectively communicate the product's value.
Team Leadership, Collaboration & Performance
Cross-Functional Leadership: Lead cross-functional teams, including R&D, Brand, Commercial, Operations, and Customer Experience teams to ensure seamless execution of product strategy
Mentorship: Build, manage, mentor, and lead high-performing project teams
Executive Liaison: Act as the primary liaison between Product and executive leadership, presenting innovation/renovation strategies and performance metrics
Champion Product Partnerships: Cultivate & own relationships with external product partners to ensure efficient and effective progress towards shared KPIs
Performance Metrics: Define KPIs for product innovation/renovation, performance, adoption rates, and revenue impact.

Benefits

Competitive stock options
401k with employer match
Employee medical, dental, and vision insurance 100% covered by Bobbie, with options to add dependents through a subsidized pre-tax deduction
US-based remote work model
Flexible Time Off Policy (including Summer Fridays; half days on Fridays Memorial Day through Labor Day)
16 paid company holidays, plus an end of year holiday shut down
16 weeks of paid parental leave with the option to take an additional 8 months unpaid
One year subscription to Bobbie or Baby's Only
$75 monthly internet stipend
Co-working space reimbursement